Every day, there are more than 3.5 billion Google searches performed. That’s our new normal.
Recently, though, the way consumers perform their online searches has evolved – both at the human and search engine levels. How your business ranks in a Google search return has a huge impact on whether consumers utilize your services.
While keywords remain vital components of any effective online marketing campaign, actual well-covered topics are becoming increasingly more important.
Why Are Topics Becoming So Important?
Years ago, most people conducted their searches from their desktop or laptop computers. That meant their online searches were short.
For example, someone doing research for a new automobile would have been far more likely to type in “Chevy dealership, San Diego.” Google based its algorithms accordingly.
With the rise of smartphones, though, our searches have become far more conversational, such as “Where is the closet Chevy dealership?”
With that subtle change, keywords alone became a bit less effective – for searches on mobile devices particularly.
Make no mistake, though, keywords are still – and are expected to remain – enormously important to your online marketing strategy. The key is finding that happy balance if judiciously using keywords with informative content.
How Should I Structure My Topic Content?
Rather than huge chunks of paragraphs, your content needs to be concise and to the point.
Instead of trying to cram your content with as many keywords as possible, use them in wisely – making sure those words are there for a purpose.
In other words, quality rather than quantity is the order of the day.
To find out how verbiage should be worded, think about the different ways a question could be asked, and adjust your text so.
Do a quick Google search on your product or the need it satisfies. After clicking the “find” button, pay attention to the bottom of the return screen for the related searches listing. That should give you a good idea of what phrases other Google searches used.
By knowing that information, you’ll have a better idea of how to phrase your content.
Pay Attention to Your Competitors
If your competitors are performing well with their online effectiveness, it’s likely because they’ve got their act together with their content.
By no means are we encouraging you to copy material for your competitors. Instead, use your research to see how they are utilizing the online space you’re aiming at. It’s akin to the social listening notion we spoke of earlier.
Once you have a good idea of how you want your content to look, use that information as a design for going forward.
Not Comfortable With Getting the Right Content for Your Site? Call the Online Marketing Experts With Caldiatech.
When you’re putting your online marketing strategy together, it’s vital to your business or organization that you get it right.
If doing the research or structuring the content is not your thing, we’d love to help you out.